Women in Green

Meghna Menon

 

Have those who're reading this piece ever thought of joining the army? The guys might nod to that and why not? But girls? Well, shed all those doubts as today's girls aren't backing from this glorious profession.

 

Everybody knows, for a fact, that career women are on a rise these days what with designers, engineers, bankers and entrepreneurs at helm of things. And to add to this increasing list are the 'women in green'! These young and daring generation X ladies have few apprehensions regarding their decision and believe that all that is said about women officers not getting their due respect is untrue as not only are they treated with admiration but are also happy with the security, opportunities and the sense of self-worth that the profession has to offer.

 

To name it, it isn't just the medical department that invites women, but also the engineering, intelligence, services, technical as well as law branches. First year student, Lavanya Panwar, has it all planned. She's set to pursue law next year after which she wishes to undergo training at the Officers Training Academy (OTA) to fulfill her dream of becoming an army officer with the JAG department. Ask this college student about her choice and she's all praise for the army talking about the standards and principles it lives up to, the security it offers its officers, the enriching experience of being posted all over the country, the opportunity to serve the country, the teamwork, the respect, the passion, the dedication. The list is just endless and I am speechless!

 

These aspiring women have embarked on a journey to change the common notion that being in the armed forces is a 'man's job'. And various living examples exist to prove this fact including Lt. Gen. Puneeta Arora who became the first Indian woman officer to reach the second highest rank in the armed forces. It is precisely these women who turn out to be an inspiration for upcoming women officers.

 

It's not that these women are trying to compete with their male counterparts, but they have proved to be as good, if not better. They are trained physically, mentally and psychologically to face any situation any where, anytime. And this is when they emerge winners!

 

Cheers to the new generation of women in green!!

Fake it and you break it - The repercussions of faking facts on your resume

Sunder Ramachandran

 

You learnt early in life that lying was bad, but despite such early conditioning, adulthood has probably taught you to see things in slightly grayer tones. In a resume, everyone wants to present his or her experience in the most attractive light, but information cannot be fiction. Whether you're exaggerating job accomplishments or creating complete fabrications, lying is simply a bad idea. This might be one of the dumbest and the most damaging thing you could do in your career but did you know that more than 53 per cent of all job applicants lie to some extent on their resumes (According to society of Human resource managers: www.shrm.org).

 

Recently a National daily reported that Wipro had fired some employees for faking their CVs and also filed police complaints against head hunting agencies helping them. Such incidents have also been reported in technology majors like IBM.

 

"This trend is seen across sectors but is more rampant in the technology companies (IT & ITES) as they are always on a hiring spree and pressures to ramp up lead to compromises on the quality front," says Kapil Murdia, who works with a global executive search firm.

 

If you think that this may only be prevalent at the lower levels, the recent incident involving David Edmondson who was the CEO of Radio shack (A US based electronics retail giant) for 11 years comes as a shocker. He agreed to the fact that he lied about his educational credentials on his resume and was asked to leave by the board of directors.

 

Tragically, those who don't lie on their resumes stand to lose jobs to those who do. That's where most candidates go wrong and are tempted to give in to peer pressure or exploitation at the hands of a headhunter. But, it is important to remember that it is what you do with the document, rather than what the document can do for you. The resume is only a marketing tool.

 

"I know many people who have faked work experience that they don't really have in order to join at a senior level or to be able to negotiate a higher package. It's no big deal in our sector," says Lakshmi Bonata 24, a business process executive with Bangalore based Honeywell Technologies.

 

Aside from any moral or ethical implications, chances are that you'll get caught when you lie. Here's how:

 

·          Your current employer can easily call your previous employers. It may be just to get information for transferring your insurance policy or provident fund, but if you have lied about your previous job profile or work experience, you'll get busted.

·          Even though you're changing jobs, you're probably not changing industries. Companies in the same industry often have common forums. Employers often belong to the same professional associations, or have common networks. An offhand mention that you were the sales executive, not the sales manager, and you'll be cleaning out your desk.

·          If you lied about your degree, your company may check your college's alumni list. Or someone at your new company will really be an alumnus, and they're going to bust you.

·          If you think you are smart and really creative and invent previous experience or employers, modern day information networks, investigation firms, reference checks make humiliating you quick, easy, and cost effective.

 

"My friend got away with it, so can I" is usually the starting point when candidates start thinking of tampering their resumes says Ravdeep Manchanda, a Recruitment Manager with a leading BPO which hires candidates for Telephone sales and customer service. The only way a "fake" can get through any hiring process is if the process fails. Most often it is because of the people participating in the process.

 

The demand supply equation in the ITES and IT sectors has resulted in companies relying heavily on recruitment consultants. These consultants stand to earn anywhere between 4000 for placing a front line associate in a call centre to over 50,000 for an executive with five to eight years of experience.

 

"We usually conduct telephonic interviews for call centre associates and hiring candidates is quite tough as the numbers required are large and there are pressures to ramp up from the client. We were shocked to learn that some consultants were actually providing scripts and FAQ guides to candidates to crack these telephonic rounds," says Ruchika Malhotra, a telephone recruiter with a US based BPO which operates call centres in India. The recruitment firms have their counter ready and claim that it is hypocritical for a prospective employer to insist on applicants being entirely honest while they regularly conceal relevant job details.

 

The prospective candidates are sandwiched between the companies need to hire candidates in large numbers and the malicious intentions of the recruitment consultants to make the most of this situation.

 

"There’s nothing wrong with putting the best possible shine on your actual experience, but fabrications will eventually come back to haunt you. It's stupid really. It just depends how much a company wants to spend on checking backgrounds. Most people get by because companies don't look that hard. It’s more common than you would think," says Malancha Barua, a Senior HR manager with a transaction processing BPO. There are a lot of "little white lies" on resumes and applications. A whole lot have to do with reasons for dismissal and covering up gaps in employment. Most large companies use a third party to do background checks. Most do degree confirmations and employment checks. Minor things are usually overlooked for ex: Some employers will choose to overlook if you have stated that you posses advanced computer skills as long that does not become a handicap in your job, but a fake degree or phony job history will definitely get you busted.

 

In this maze what should a candidate ideally be doing? Are there any alternate ways of polishing one’s resume while remaining truthful?

 

·          Go for certified professionals and pay well. Don't go for manpower consultants or headhunters who believe that ‘fool proof’ is spelled ‘full proof’

·          Avoid consultants and recruiters who promise a job without multiple interview rounds. Ad campaigns like "Get a job offer instantly, only one H.R round" are very common. Tread with caution when you see such offers being doled out.

·          Do not sign any documents without reading them thoroughly; a lot of manpower consultants may even fake the written assessments on your behalf in order to get you the offer letter. The short term approach may land you in big trouble later.

·          Don't rely just on recruiters and ad responses as your primary job-search strategy. Use networks and referrals to make contacts at your target companies. Do more than the typical "job applicant" and take some initiative, it will surely get you noticed.

·          Have confidence in your actual credentials. Most people who lack confidence feel that their perceived shortcoming is screamingly obvious to everyone, because they themselves are so focused on it. Usually it's not that noticeable or is a small blip. Lead with your strengths and be ready to discuss why you don't have a degree or a skill, if asked

·          Be sure your resume focuses on what you have accomplished and what you're capable of doing. If you have any education, or work experience, you can present yourself in a way that employer's will find your resume attractive without having to fabricate anything.

 

Lying on your resume can come back to haunt you - sometimes even many years down the road. Don't fall into that trap. Instead, reduce the issue by using being creative about marketing yourself and don't let it stall your search.

 

So cheers to all those honest people out there who are sticking to facts and demonstrate integrity when it comes to applying for jobs.

 

Sunder works with a leading BPO and can be reached at sunder.ramachandran@gmail.com. The views expressed are personal

PR: A Serious Career

Abhinav Kaul

In PR, knowledge is the backbone of all activities. One has to have knowledge about the client's product, services, processes, financials and so on. Knowledge about the local and global markets is also essential besides that of rivals. One has to be vigilant to collect precise information related to the scope of activities of a particular client. Subsequently, this information has to be collated in an easily retrievable form.

Once the agency has adequate information, the firm can make more effective and workable strategies for the clients. It will also help the PR firm to act as a complete consultant and participate in the business growth of the clients through the PR side.

In the present day scenario, when the markets world over are in the grip of a severe recession, where even the fittest are struggling for survival, downsizing has become the order of the day. It has become imperative for professions across all streams to become more agile. Public Relations is no exception. In this cut-throat competition when the client is more aware and demanding, you have to constantly evolve in the PR profession to remain in the race.

Keeping in view the client's needs, PR firms can serve them in more professional ways to win their trust and in turn get more business by induction.

The PR function becomes a critical tool in a country that upholds democracy - not only for information dissemination to various constituents of its polity in a developing economy, it also accelerates the potential of business and industry using intrinsic techniques for promotion and publicity both within and outside the country.

PR practice in India, like anywhere else in the world, is in the process of constant change advancement. What was professional twenty years back is considered unprofessional today. The important thing to note is that like other practices, PR has come a long way since Independence and has a long way to go as well.

For a country like India, while PR has its role cut out in the corporate sector, it will be the development sector which will see the most fundamental application of PR techniques. The future of PR, in fact its greatest test in India is in the large and untapped sectors of health, education and other basic development indices.

Abhinav Kaul is Director - Media at MelCole Public Relations, a leading PR firm in the country.

Do you need a life coach?

Ever heard of life coaching? Most of us have not. Gerard O’Donovan, Managing Director and Principal Coach of Noble Manhattan, was in India recently to talk about his company’s plans to train people to be life coaches. In an exclusive interview with TCP, he spoke on the benefits of Life Coaching and how it can be a viable career option.

Very briefly, what would you define a life coach as?
Coaching is about performing at your best through the individual and private assistance of someone who will challenge, stimulate and guide you to keep growing.

Essentially it is about helping you to reach self-actualisation - a point at which you not only truly know yourself but within this knowledge possess a feeling of comfort with and understanding of the person you discover.

Your coach engages in a collaborative alliance with you to establish and clarify purpose and goals and to develop a plan of action to achieve those goals. They will establish an understanding of what is really important to you in life and subsequently enable you to take charge of your life; to construct and act upon action plans that will help you to realise these priorities. Put simply, coaching is about helping you to create and work towards the grandest version of the greatest personal vision you have; to achieve success - success being the continuous realisation of a worthy goal or ideal.

Coaching is essentially a conversation - that is, a dialogue between you and your coach. Within a productive, results-oriented context, coaching involves coaching you to access what you already know.

What attributes in people make them suited to be trained to be life coaches?
We find that the two most important attributes that all coaches should have are good communication skills and a genuine liking of people. It also helps of course if they have the administrative and logistics skills needed in building and running a business, although this is not as crucial, as in fact the business side is quite simple. It is not necessary that a life coach be a graduate, as full training in all the technique skills and knowledge is provided.

What is the cost and time period required to qualify as a life coach?
In order to be a good and professional coach there is a commitment required in terms of time, effort and money. The initial diploma course consists of 250 hours of training. This is spread over a period of six to 10 months. In Britain and the rest of Europe the cost for the life coach diploma training is £2820 (Rs 2,19,960). However, in India we would be charging only Rs 1,40, 000.

Are young people with little experience of life suited to be life coaches?
It is not strictly necessary for people to have had any life experience before they train to be a professional life coach because the main tenants of coaching are being non judgmental and non directional and the fact that coaches have no answers. We do find that it is more beneficial if the coach does indeed have some life experience. The majority of people who train with us are in their 30s to 40s and 50s.

What are the career options and earning potential for life coaches?
With regard to the career options, these are many and varied. Approximately 25-30 per cent of coaches trained by us have gone into coaching full-time. The rest add coaching to what ever they already do like counselling, therapy, training management consultancy, business advising, human resources, personnel managers etc.

There is also a huge market for coaches to work within the corporate world helping companies to develop a coaching culture and to get away from a ‘command and control’ type of management.

In terms of income, it is important to look at both markets - life coaching and corporate coaching. In India it is very common for a life coach to earn Rs 1,500 – 2,500 per hour or even higher. In corporate coaching the coaches generally get paid a day rate varying between Rs 15,500 – 65,000.

A good coach is thus able to recoup the cost of his training very quickly indeed, and then go on to generate a very attractive income for himself/ herself.

Who is your target audience requiring life coaching? Is the Indian market ready for it?
India is in a very interesting place right now, in terms of its culture, values and integration with Western society. Indian people are now working longer and harder than they have ever done, and facing unprecedented levels of challenges and stresses. It is absolutely perfectly placed to embrace coaching and all that coaching can offer. As India is such a family based society, Indians could really take coaching to their hearts and embrace it fully.

We also want to bring coaching into the workplace, and we have seen this work with tremendous benefits for organizations in many other parts of the world.

What are the targets for your company over the next 2-3 years in India?
Based on our initial research, we believe that the Indian market will easily sustain in the region of 500,000 to 800,000 life and business coaches. But our targets are very simple. We would like to attract, train and work with in the region of 1,000 life coaches in the first three years. We would also like to work with at least 30 to 40 medium to large sites corporations, and help them to introduce a coaching culture within their organisation. We feel that these figures are eminently achievable.

Lead, follow or get out of the way…

…sums up Ted Turner’s philosophy for life, something he took seriously when he saw these words on a placard at a friend’s office. As a founder of the UN Foundation where he pledged one billion dollars of his personal wealth, Ted Turner has been on a mission to save the world. The UN Foundation works with the United Nations to address the problems impacting the global community through its grantmaking in areas such as prevention of the spread of HIV/AIDS, environmental conservation, empowerment of adolescent girls, and the prevention of deadly conflict.

Some thoughts that he shared on a recent trip to India:

On problems our world faces…
The need of the hour is education, illiteracy being the root of many of our problems. This will go a long way in overcoming terrorism. Population also needs to be checked – through education, not by force. Imagine India having another half a billion people with consequences related to the environment and other issues…South Asia is just too crowded.

On nuclear weapons, arms and peace…
The greatest threat facing the world are nuclear weapons. We need to get rid of them before something real bad happens. You cannot have some nations with nuclear weapons, and some without. Who will want to blow up millions of people together?

India and Pakistan are very lucky no mad man has triggered off nuclear weapons yet. India and Pakistan need to stop the arms race; they need to become friends now that both are nuclear if they have to feel safe. But neither can be expected to get rid of their nuclear arsenal either till the other nuclear nations don’t do so too.

On the environment…
Cut the global trillion dollar defence expenditure by half, and invest the money in renewable, clean energy development. Poor urban air is causing health problems amongst kids. We need to take care of our oceans; most big fish are gone anyway. There are just too many of us, there is too much technology. We need to stop polluting. In the next 50 years, either we’ll all be extinct or we would be doing things the right way. There will be no other way.

On media today…
Media is leaning more towards tabloidism today. I am a strong believer in serious, hard-hitting journalism. My greatest regret is that I am no longer at CNN to keep it focused on its core values. They are doing a good job at CNN, but can do better.

On hindsight, would Ted Turner have done anything different?
I would not have given up control at CNN. But if I had not been phased out of my company, I would not have had time to do any philanthropy. When I saw the dangers to humanity from nuclear weapons, population explosion and the environment, I realized I had to do something. And that’s how you see me in this role.

On his future…
Trying my best to stay alive. As one ages, health becomes most important. I work out daily, and try not to put on weight. I hope I live long enough to see the end of nuclear weapons. I am also reading a lot of books.

MNCs seek graduates with experience in different countries

ESSEC Business School in Paris is regarded as the top institution offering MBA in France. A highly progressive school, imbibing the best practices from all over the world, it is a place every serious management aspirant could consider. TCP got an opportunity for an exclusive interview with Professor Pierre Tapie, President of the School who spoke about what a stint at ESSEC means for students, especially those from India.

Why should students consider doing an MBA in France?
The French system of higher education of Grandes Ecoles is of a very elitist nature, which is very selective in nature and employs top grade professors. While historically known for its remarkable schools of engineering, the French business schools are second to none and educate students with an international perspective. A lot of foreign students are being taken in, the percentage being 20-30 per cent which is comparable to that in the USA. The European character of these schools means they are emphasising more on diversity in the management approach as well as on humanities.

MBA in France also offers a higher return on investment considering the lower fee structure compared to equivalent US schools, besides offering understanding of a completely new culture (which should be part of one’s education process I believe).

The number of French MNCs are also growing day-by-day, which means greater job opportunities. Furthermore, an increasing number of them are setting-up business in India and other countries and are always on the look-out for bright recruits who have had a stint in France. There are also a growing number of non-French companies who recruit MBAs who have graduated from these schools, because of their international adaptability.

What is the value of agreements that ESSEC has with institutes like the Indian Institute of Management, Ahmedabad?
ESSEC chose to have a limited number of Double Degrees only with institutions representing the best in their respective countries. In the US, ESSEC MBA students can spend one term of MBAs in famous schools including the Chicago School of Business, Kellog, Berkeley and Dartmouth to name a few. It is a win-win situation for students and the institutions involved through active collaboration and leveraging resources. The ESSEC-IIMA agreement, after 20 years of fruitful collaboration, includes the Double Degree MBA program today. It will probably include soon Executive Programs, Doctoral exchange programs, Professor exchange programs and Research collaboration.

What are the career opportunities for students with an MBA from ESSEC in France and Europe?
For all our students, job opportunities are great, and every year the job fair on the ESSEC campus sees as many as 170 different companies, most of them multinational, hunting for our graduates! For Indian students, most of the European MNCs are now in India, or planning to do so in a near future. All MNCs value potential recruitments to have had a cross-cultural exposure especially in countries where its headquarters are located, in this case France. Thus 200 French companies in India and a total of 500 European companies are looking for recruitment with such a double profile. Indian MNCs, on the other hand, are looking for Indian managers to work in a foreign environment where the recruit has already had an exposure. Thus with an ESSEC MBA, the whole French and European market is open for students of all nationalities. For example, the CEO of Chanel in India is an ESSEC alumni with an exchange experience in IIM Ahmedabad. The Head of European Operations of Infosys is an IIM-A graduate with experience in France. We shall see more and more of such convergence in this area.

Do immigration laws in France allow work permits to come easily for ESSEC graduates?
To be frank, immigration laws are strict in France as companies have to justify taking someone from outside Europe. But this has never been a problem for ESSEC students. I know about 8-9 graduates since 2002 who received their work permits as soon as they have been recruited by companies like L'Oreal, AXA, Lafarge, BNP, Society Generale etc.

How would you compare Indian MBA education to that in Europe and USA?
Specifically, Indian MBA education (as that of the USA and other Anglo-Saxon countries) is focused towards increasing skill sets and oriented towards a job. European MBA is a mix of increasing skill sets and overall development of the students in areas like communication, cross-cultural training and managing and choosing one's own priorities as part of their MBA.

Is language a barrier to students studying in France?
Yes and no. For the MBA Program it is not a barrier as all as the MBA track can be followed in English. But to live and work in France it is a barrier. Without knowledge of French it is difficult to be recruited in a French company in France. That’s the reason why ESSEC does not require any knowledge of French upon arrival, but a "basic to average" level of French (the ability enabling one to live on his/her own in France) is required when graduating. One can come to France as an expatriate and work for a French company with little knowledge of French (which one is expected to improve over time as most French MNCs today have a dual language policy), but one needs to be proficient in French to do well professionally. But experience has shown Indian students are quick to grasp the French language.

The Don of Management

When Dipak C. Jain was named Dean of the Kellogg School of Management in 2001 at age 43, it was a surprise for almost everyone. Since then, he has taken on the challenge of the job like few others could have, no doubt a tough task as he had to take forward the legacy of the legendary Donald Jacobs who was Dean for 26 years before Mr. Jain.

TCP caught up with him on a recent visit to India and got some insights into the views of a man sitting at the top of the management pile in the world.

On why the USA is so developed and countries like India lag behind...

USA became a big success due to the following:

ü Innovative Mindset is its biggest asset. In contrast, we Indians tend to just reproduce what we have been taught in class without coming up with our own original thinking and challenging authority if need be.

ü Thinking Big: The entrepreneurial spirit in the USA makes them think BIG, they have aspirations. We Indians tend to say, “Oh, this is not possible!!”. We can’t control results, but we definitely can make the right efforts. A piece of advice: When travelling, always be proactive and introduce yourself to your neighbour. It is not about being in the right place at the right time. It’s about doing the right thing.

ü Ability to handle scale is an important American trait: Indians tend to be more risk averse.

ü Global Talent is rewarded: USA is the land of opportunity. I could become the Dean at Kellog’s at my age being the youngest professor. This would not have been possible in India.

On the advantages Indians have to take on the world…
We are blessed in India to have an environment similar to that in the USA: freedom, talent, opportunities and democracy. We just need to merge all of it to leverage the same to our advantage.

I am what I am due to the best school education that one gets in India. Our parents sacrifice a lot for their children’s education in India. One hopes parents don’t lose touch with their kids as mentors, pushing them in the right direction. Our greatest advantage over China is the English language, we write better English in general due to the way we are taught. We are also very good at managing remote services due to the talents we have.

There are a lot of Indians who have made a name for themselves globally, and we need to leverage this equity to our advantage.

What is unbeatable is our cultural heritage, our sanskaars or core values. I tell everyone my success is due to my Indianness in me. The problem is we tend to be like others, not be different. Never be apologetic about being Indian. I always tell the CEOs of the world’s leading companies that I am where I am because I am an Indian. There is a disconnect amongst the youth. When they land in the US, they feel they should be like the Americans.

In 1979, before my first class as a teacher, I asked a senior professor for advice on how to handle the class which generally had a cold outlook. The advice I got: When your shadow becomes longer than your height, the sun is about to set. In other words, be yourself not your shadow.

Challenges facing the world today and what it means for India…
We are living in a nanosecond culture, where things are changing rapidly, and are beyond our control. We could not predict 9/11, Enron, SARS, Tsunami, Katrina and other tragedies in the last four years alone, yet we can anticipate and be better prepared. We should take a proactive approach rather than a reactive one.

Customer demographics are changing like never before. Japan and many other countries have more and more people aged over 100. In the future, there would be two worlds: The 65-85 age group, who have the time, money (from savings) and energy (from good health). The developing world, on the other hand, has a younger lot: India has over half a billion under 25, while 60 per cent of South Americans are under 30. In 2025, the west would be aging and we would have a younger population.

Herein lie opportunities: Infosys should set up call centres in South America as US is becoming more Hispanic and can be served from there. Apollo could set up hospitals in the Caribbean which is 2-3 hours from Miami as an aging US population would need healthcare which is becoming prohibitively expensive in the US.

The world needs greater ethical leadership. I believe as humans we can all be corrupted, some due to individual traits and others due to the system. We need to follow value driven leadership, and India can play a lead here.

Globalisation has meant talent can no longer be caged: We left for the USA due to lack of opportunities back home. But we are now seeing a reverse brain drain, with more people coming to India due to opportunities here.

The buzz is in the air!!!

PREETI CHATURVEDI

You cannot be a net savvy, mobile subscriber in a booming economy like India and appear spaced out when we mention the bacterial spread of viral marketing. Don't even try telling us that you haven't ever participated in one of those SMS contest frenzies that have been let loose on us by the booming Indian consumer and entertainment industry. You are certainly not part of the brigade of those lesser mortals who still maintain a graceful indifference to that whatsitsname cellphones. But even if we believe that some men are actually from Mars, you will never be able to convince us that in this day and age you do not have an email id. Sure you have been caught in one of these webs. If not, well, you are supposed to be polite to the readers, but I can't help saying this- go flush yourself down the drain!!!

For most of us the ideavirus has hit us in more ways than one but coming down to definitions-that platonic way of setting our potterian world in order, Viral Marketing is a form of marketing that encourages individuals to pass on a marketing message to others creating the potential for exponential growth in the message's exposure and influence. In our day and age when the word of mouse is as critical as the word of mouth, companies are increasingly looking at catching the attention of existing and potential consumers via SMS, emails and internet, which have become the norm in new age communication.

Companies are smart enough to have realised that one of the triggers to creating a recall value for brands is by encouraging consumers to actively engage and interact with brands. Corporates are focussing on enhancing the reaction quotient of consumers towards brands. Webgames are a very powerful example of how the modern consumer is engaging with the product with the result that the consumer starts identifying with the values and offerings of a particular brand without even being consciously aware of it. The USP of such engagement is that the consumer imbibes the values of the brand and creates for both a zone of familiarity which is one of the most important steps towards creating a viable and conducive atmosphere for brand loyalty.

Closer home in India, Sony has used its popular TV shows like Jassi Jaisi Koi Nahin and Indian Idol to involve the viewer through an integrated marketing exercise via SMS responses from the viewers. We might not realise it, but the bottomline is that today even the most raw non-techie Indian is carrying a very sophisticated piece of gadgetry in the form of the mobile phone with him 24X7 and there is absolutely no reason why these handsets might not become as indispensable to entertainment in the coming future as they have become to communication today. Jassi Jaisi Koi Nahin had also devised a webgame where the viewer is encouraged to empathise with the protagonist and encouraged to overcome the hurdles that the protagonist faces in the course of the serial in the process of the game.

In France (via JDN), Adidas is generating buzz around its brand by targeting football fans with an integrated campaign. A website with some funny content featuring popular comedians Omar & Fred is at the center of the stage, but the campaign idea is to drive 15 to 24 years old guys to the Adidas stores around the country. The concept targets in particular the fans of Olympique Marseille (sponsored by Adidas). An email marketing campaign (currently with an amazing 96% opening rate) invites young people to visit the Tyaimesoubien.com website, download a postcard, answer the questions it presents, and deliver it to the local Adidas store for the chance of winning tickets for OM matches.

With this kind of cutting edge technology at the service of the modern consumer the idea virus is sure to spread its wings far and wide in the times to come.

Eiffel Scholarships

The Ministry of Foreign Affairs has launched a call for applications for the 2006-2007 Eiffel scholarships and Eiffel PhD scholarships on its website, France Diplomatie. Eiffel scholarships are awarded to foreign students for study in France towards a master’s degree, primarily in three areas: engineering, economics & management, law & political science. Under the program 400 scholarships are offered every year.

The scholarships provide recipients with a monthly allowance of about 1,000 Euros. The students chosen are also given health coverage, travel expenses and cultural activities. Since 1999, when the program was first founded, over 8,000 candidates have applied and over 2,600 have been chosen. Also, in 2005 Eiffel Doctoral scholarships were introduced, providing a monthly allowance of 1,400 Euros; these 80 “mobility” scholarships complementing the Eiffel Scholarship Program are awarded to foreign doctoral students for ten months for theses on a joint-management or joint tutorship basis.

Complete information on these scholarship programs is available on the Ministry’s website at: www.diplomatie.gouv.fr

Newsmaker makes news

Poised, svelte and all of 21 years, Kajori Sen is quite literally making news. Not yet out of college, she’s already presenting prime-time bulletins on NDTV Profit. She spoke to TCP’s Tanushree Dhaundiyal about how it all happened:

Did you decide on becoming a broadcast journalist ?
Actually, no! I just happened to be at the right place at the right time. I found myself doing an internship with NDTV in the summer. So this happened to me as a matter of chance.

How tough is it to manage your college studies as well as a career as demanding as TV journalism?
It is tough. One has to wake up early in the morning, go to college, study the whole day and then get to office and work till late in the night. All this involves a lot of hard work and determination.

Were there any jitters or goof-ups when you first went on air?
It was frightening. I was put in front of the camera with very little experience and the tele-prompter went off! It was scary.

Is there some one who inspires you ?
Well, I completely idolise Christine Amanpour of CNN. Writers like Gunter Grass also influence me.

Which is your most memorable story?
My interview with our Finance Minister Mr. P. Chidambram. It is extremely satisfying to ask the right person the right question at the right time.

What is your take on sting journalism?
I believe a direct and absolute invasion of privacy is condemnable, but any genuine undercover operation that exposes the face of corruption is worth it.

What would be your dream assignment ?
I would love to dig up the JF Kennedy assassination files and investigate it.

What advice would you give to youngsters about TV broadcasting?
If you get an opportunity, take it. And remember - never lose hope.

Clicking in a male bastion!

DEVINA GUPTA

Meet the challengers to a male bastion, who dare to pack a bag and walk out of their offices to capture that one moment. Their job is, quite simply, to click!

Sipra Das is a news photographer in India Today. Ask her about her family, and pat comes the reply, “My camera is my husband.” Born and brought up in South Kolkata, Sipra decided to move out and work at a time when girls were not allowed to do so. After doing several odd jobs, she landed her first assignment as woman photographer with PTI . Even today, she sometimes works for more than twenty hours a day and refuses to take her job for granted. “When I wanted to work they said ‘this woman’s character is bad’. I overcame that. I am still against the tide but I believe in struggle,” she says.

Another woman photographer, Jasjeet Plaha, defied her father’s reservations about working women. She is today undergoing training at the Hindustan Times (HT) and lives alone in Delhi. She still remembers her first day in office: “I saw the photography two-room section at HT filled with 14 male photographers and I was the only female here. It was a bit uncomfortable but now I am one of them.”

Both women represent a sect of female professionals who have opted for a challenging life behind the lens. But they still face stiff competition from crowds of male photographers pushing, pulling and jostling for a foothold at various events. Sipra has been kicked and punched by men while taking photographs while Jasjeet is still adjusting to the challenge of standing in the crowd for a single shot and getting it right, even while others are ‘climbing’ on her.

It is therefore hardly surprising that Chandrima Karmakar, a freelance photographer, prefers capturing portrait and travel shots. “I like working in a peaceful environment that is why I do not go for political rallies and other shoots where I feel harassment is prevalent,” she says. However, she does not think that male photographers have everything going their way: “If there is a family and they want ladies’ photographs to be taken, they feel more comfortable with a woman photographer. Similarly, if I touch models during shoots and adjust their dress, they don’t mind.”

Today, when the media is becoming synonymous with glamour, these women present another aspect of the field. Those wishing to join them should be prepared to work more than they are paid for, get used to wearing long kurtas to work, develop a taste for sunburn, learn some punching skills, and most importantly, get the picture!

50 Most Admired Employers

The university and college student community votes to decide which companies they aspire to work for in the country in the future.
Survey conducted by www.tcp.in, India’s first youth blog portal
IT & Media companies top poll

Given a choice, which company would you like to work for?
That’s the question www.tcp.in posed to about 2,000 students around the country, in perhaps a first of its kind of poll in India. Such polls, popular in the west, are important for companies as they jostle to attract the best talent in what is clearly an employee’s market.

And where do young Indians aspire to be most: IT and media companies. And some for pharma too. Message: Give us the knowledge economy, any day!!

Added to the quantitative element was a qualitative one: Some respondents were invited to state reasons for their choice. HR guys need to read this one. It’s good stuff here. Youngsters are thinking!!

The following were the other highlights of the survey:
What was startling was that while most students knew the sector or profession they wanted to pursue, many of them were not even fully aware of the choices of companies. They simply showed ignorance on what are the companies they could go in for in sectors of their choice.

Students showed a high degree of awareness of companies in high profile sectors like IT and media and were very clear about where they wanted to be.

In today’s growing economy, it seems more a case of it being an employee’s market. In other words, to attract the best of talent to work for them, companies need to market themselves better as prospective employers. This could call for the roles of HR and marketing getting more aligned than ever before. Watch out HR guys, this could be a disastrous situation to be in at some stage. Better ramp up your PR.

The survey consciously covered the following segments mostly: Undergraduates, mostly pursuing courses in arts, media, commerce, economics etc. and not so much as professional studies like engineering, architecture, management, medicine etc. The reasons for this have been the following:

Students from specialised courses would show a definite bias towards certain companies aligned to their specialisation. These would be dealt with in specific surveys in the future.

Companies still create greater awareness about themselves in colleges offering specialisation, but little effort is done in other colleges. Thus the need to do a survey amongst the segment chosen.

Companies are seeking more and more employees with just a bachelors degree. It thus becomes important to see what companies these students are aspiring to work for.

THE TOP 50
Respondents were asked to identify up to three companies they would like to work for. The results were then compiled into groups of 5, 5, 10 and 30 as given below. The companies in each group do not reflect the ranking, but represent a set of companies at a similar preference level. Thus, for example, in the Top 5 group, all five companies mentioned have got votes in a similar band, and not ranked 1,2,3,4 and 5.

Why do you admire the company of your choice?

THE FIRST FOUR LISTINGS WERE PRIZE WINNING ENTRIES

BBC. While I was trying to find an answer to this ultimate question, I decided to put on my thinking cap and feed my brain waves some lemon juice just like they do it in The Hitchhikers Guide to the Galaxy. Sadly, the flow of thoughts only confused me further. So I started working back... Thinking Cap - Lemon Juice - H2G2 - Douglas Adams... Aha... It’s got to be BBC! But why BBC? Who wants to present boring (pronounced with a stress on the only 'o' in the word) news on a British channel? Well truth has its ways of reaching out. You don't always have to be a sought after movie star, all made up, to get air time on the best of television channels. You can be just another human being presenting the truth (read ‘news’) in a very ‘British’ (read ‘elegant’) manner and still reach out to the millions who hold on to each word you utter, for whom you are not just a collection of images moving on a screen accompanied by electric signals that resemble your voice, but someone who shows them the truth, the facts, the reality. You get to be a messiah, a harbinger of knowledge, the light that removes the blackness of ignorance. I understand that most of my emotions have lost track of their limits, but that's exactly how a Pranoy Roy makes me feel! - ASHIMA JAIN, Political Science, Maitreyi College

BARISTA! A Commerce graduate aspiring to do MBA thinking of joining a coffee chain? Well, Barista is in my opinion the only Indian company with an international outlook. The atmosphere, working environment, employee remuneration - all have an MNC feel. But the main reason for my choice is something different. There is no Barista in my hometown Guwahati. For that matter in the whole of Northeast. My aim is to work for two years with Barista, gain enough experience, get promoted to at least the position of senior supervisor and then coax the higher authorities in Barista to open outlets in the Northeast. And since I know the place so well, I would definitely be assigned the post of area manager of the entire N.E. And in that region, I will be the BOSS! - PRITAM GOSWAMI

Companies today seem to be doing anything to be the best. While they may be good for the country’s economy, they seem to have everyone in their pockets. For me it is a career in journalism, and NDTV would best suit me. Its influence will give me access to people who matter, and I can do stories which get people to think about their city, their society and their nation. What else can you demand from a job which gives you both money and fame and still gives you a chance to ask questions from just about anyone? After all, NDTV’s slogan is ‘Telling The Truth.’ - ROHIT SINGH RANA

GOVERNMENT OF INDIA as it is tremendously short of people who are genuinely interested in the profitability of Government run organizations, which are seen by most as mere providers of jobs. Such wealth generation will only benefit the common man. I love India and want to see its image improved. - SHIVIKA MATHUR, IP College

BIOCON as I wish to be a successful biotechnologist. Biocon is renowned for its numerous scientific innovations, is continually gaining market shares in India and overseas and attracts people with high academic excellence to work for it. - PRANAV GARG, Biotechnology, Amity University

STAR TV, as I am already a student journalist with TCP. Or perhaps Microsoft or IBM as multinationals offer higher remuneration and better job experience. - Stuti Roy

TAS, formerly known as Tata Administrative Services, as it offers a unique job profile in itself employing one for lifelong mobility across companies, industries and functions all suited to my versatile talents. Of course my admiration for the Tatas and their legacy has played a big role in making TAS the top choice on my career list. - YAVNIKA KHANNA, College of Business Studies

VIRGIN ATLANTIC, as it is perceived as a distinctive, highly innovative and fun-loving brand where each day would be challenging yet exciting. When dreaming, sky is the limit. - RADHIKA BHATNAGAR

AAJ TAK as it is the best news channel. - Dheeraj Kumar, IP University

INDIA TODAY or READER’S DIGEST as journalists have proven that the pen is mightier than the sword for ages now. I prefer magazines as, unlike daily newspapers, these allow time for greater research. - SWATI BHATTACHARYA, Journalism, Kamla Nehru College

INDIA TODAY GROUP, as its interests in print, television, radio and book publishing will allow me to create awareness about issues that matter in a country where the majority are illiterate and poor. The group stands for fearless and unbiased journalism. I would be working for a market leader, and get job satisfaction and job security in the process. - AURAG KOTOKY, English, Ramjas College

Group Discussion? Not a problem!

VINEET PANDEY

Group discussions are not a prerequisite only for acquiring jobs; you can indulge in a group discussion in your college, with your friends or in any get together. In order to succeed at any group discussion, you must define what your objective in the group is.

A good definition of your objective can be to contribute meaningfully in an attempt to achieve the right consensus. Pre-requisites for this are a good knowledge of the subject, ability to structure arguments logically and are good communication skills. Making just about any sort of contribution is not enough.

There are two simple rules to make your contribution meaningful. In times of chaos, a person who restores order to the group is appreciated. When the group is floundering, a person who provides a fresh direction to the group is given credit.

Here are some points you must keep in mind to do well in a GD:

• If you are not a very assertive person you will have to simply learn to be assertive for those 15-20 minutes. Remember that in no GD do you get a chance to speak. You will have to create openings to speak. Don't be demoralized if you feel you have not spoken enough. The quality of what you say is more important than the quantity.
• Take a position after analysing the situation in your mind well. When you speak, offer the justification first and position after that so no one can interrupt to contradict you.
• The first speaker usually gets maximum time to talk in a GD even as others are trying to come to grips with the issues involved or are simply nervous. But speak first only if you have something sensible to say. The opening speaker gets credit if he sets the tone for the discussions to move in the right direction.
• An attempt to build a consensus is important when your GD performance is being evaluated as such attempts show your ability to work as a part of a team at the work place in the future. To do so, listening is no less important than talking. Appreciate that others may have differing points of view which may be valid ones. Show yourself to be open to all opinions.
• Do not address just one or two persons when speaking. Maintain eye contact with as many members of the group as possible. This will involve them in what you are saying and improve your chances of carrying them with you.
• Summarise at the end with not only your points, but of others as well including dissenting ones. If the group did not reach a consensus, say so. Do not agree with others merely for the sake of achieving consensus. If you disagree, say so. You are not there to attempt to build just any consensus. You have to attempt to build the right consensus.

Changes to GRE should include emphasis on writing portion

STAFF EDITORIAL
Daily Collegian (Penn State)

(U-WIRE) UNIVERSITY PARK, Pa. -- Students planning to take the Graduate Record Examination will be in for a surprise next year when the test's format will undergo the most drastic change it has seen in its 55-year history.

Beginning next October, the GRE will shift its focus from concept and term memorization to questions that focus on more complex reasoning, which is what students are expected to encounter in graduate school, Kaplan Test Prep and Admissions Senior Communications Manager Victoria Grantham said.

While the new format of the math section will include fewer geometry problems and more data interpretation, and the new format of the verbal section will replace antonyms and analogies with sentence equivalencies, the test still does not seem to be structured in a way that will accurately predict a student's chances of success in graduate school.

Students who are really interested in attending graduate school will take the test regardless of content and length, but the new format may deter those who are on the fence about whether or not they want to continue their educational endeavors.

A two-hour test seemed bearable for the undecided undergraduate, but a lengthy four-hour examination probably won't seem too appealing.

Revamping the GRE is an enormous task, and if the test's writers will go through the trouble of replacing outdated sections with sections that should better reflect a student's true analytical ability and graduate school potential, shouldn't the replacements include material that will actually reflect these abilities?

But how exactly will these changes improve the test at all? What does it say that all college graduates can do is analyze data and choose sentences that reflect similar ideas? Shouldn't more of an emphasis be placed on writing and the student's ability to convey their thoughts effectively in writing?

Like many other standardized tests, the GRE includes a combination of multiple choice questions and free response writing sections to gauge the test taker's ability to think and write analytically, but the GRE should predominantly feature writing sections with math and multiple choice verbal as secondary sections.

The best way to evaluate potential at a specific school would be for each individual school to give their own test to each applicant. But using this logic, a student applying to 10 schools would have to take 10 different exams.

One universal GRE is the most feasible way to level the playing field for students, but the changes made should have included the addition of problems that reflect a student's ability to think, argue and reason in a graduate school setting.